A study investigated why productive scholars do research and what factors they believe contribute most to their success as published researchers. Subjects, 39 mass communications researchers who had been identified by a previous study as being the top producers of mass communications research articles, completed a questionnaire employing a five-point Likert-type scale which measured the relative importance to their research of intrinsic and extrinsic factors, structural factors and organizational culture variables. The respondents also answered several open-ended questions. Findings indicated that nearly all of the researchers (97%) felt that personal motivation was the single most important factor in determining one's success as a productive researcher/scholar. The structural characteristics of the department were somewhat less important, for the researchers were very productive in spite of fairly heavy teaching, advising, and service loads. It was noted, however, that many of the faculty received light teaching loads and research assistant time, and many of those who did not suggested that they should. Organizational culture was found to be an important factor in becoming a successful researcher. For the most part, the researchers were found in productive departments or colleges and worked with equally productive colleagues. (Two tables of data are included, and 21 references are attached.) (ARH)